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Ratio's and click through's Two common terms used in banner advertising are "ratio" and "click through", I'm going to do my best to explain what these mean here, let's start with "ratio". The ratio The "ratio" that a banner company give, is the number of times you must display other peoples adverts on YOUR site, before YOUR advert is displayed on other peoples sites. For example, most companies give a ratio of 2:1, this means that if you display two advertisements for other companies on YOUR web site, then your advert will be displayed on somebody else's site ONCE. 3:1 is worse, you must display THREE advertisements on your web site before your ad is displayed ONCE. There are various ratios offered by companies, 2:1 is the most common and what you should expect. Click through's The "click through ratio" relates to your own advertisement, let's say your advertisement has been displayed on other sites 100 times. 100 people have seen your advert but only 6 have actually been interested and clicked on your banner to visit your site. This is know as the click through ratio, it can be expressed in two ways, one is to divide the number of times the ad has been shown (100) by the number of times the ad has actually been clicked (6), this would give us 16.666, thus the ratio (rounded) would be 16.7:1 This means that on average, for every 16 people who see the ad, one clicks on it. The other way of expressing click thru ratios is as a percentage, multiply the amount of clicks by 100 (6 x 100 = 600), then divide this by the number of times the ad has been shown (100), the result is 6, this would result in a click thru ratio of 6%. |
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